Chapter 5 Personality And Consumer Behavior

Chapter 5 Personality and Consumer Behavior

Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]

What Is Personality ,[object Object]

Many Sites Offer Free Personality Tests weblink

The Nature of Personality ,[object Object],[object Object],[object Object]

Discussion Questions ,[object Object],[object Object]

Theories of Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Freudian Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

One of Many Sites Devoted to Freud weblink

Figure 5.2 A Representation of the Interrelationships Among the Id, Ego, and Superego

Freudian Theory and “Product Personality” ,[object Object]

Table 5.1 Snack Food Personality Traits Potato Chips: Ambitious, successful, high achiever, impatient Tortilla Chips: Perfectionist, high expectations, punctual, conservational Pretzels: Lively, easily bored, flirtatious, intuitive Snack Crackers: Rational, logical, contemplative, shy, prefers time alone

Neo-Freudian Personality Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Trait Theory ,[object Object],[object Object],[object Object]

Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators

Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators

Table 5.4 Excerpt A Sample Items from a Consumers’ Need for Uniqueness Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]

Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators

Trait Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Innovators And Noninnovators

Cognitive Personality Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Discussion Question ,[object Object],[object Object]

From Consumer Materialism to Compulsive Consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Table 5.6 Sample Items to Measure Compulsive Buying ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer Ethnocentrism ,[object Object],[object Object]

This ad is designed to appeal to consumer ethno-centrism.

Table 5.7 Items from the CETSCALE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Brand Personality Framework Figure 5.8

Product Personality Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketers often use a fictitious location to help with personality.

Commands respect, authority ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Caution, novelty, temporary, warmth ,[object Object],[object Object],[object Object],[object Object],Secure, natural, relaxed or easy- going, living things ,[object Object],[object Object],[object Object],BLUE YELLOW GREEN Table 5.10 The Personality-like Associations of Colors

Human, exciting, hot, passionate, strong ,[object Object],[object Object],[object Object],[object Object],[object Object],Powerful, affordable, informal ,[object Object],Informal and relaxed, masculine, nature ,[object Object],[object Object],Goodness, purity, chastity, cleanliness, delicacy, refinement, formality ,[object Object],[object Object],[object Object],Sophistication, power, authority, mystery ,[object Object],[object Object],Regal, wealthy, stately ,[object Object],RED ORANGE BROWN WHITE BLACK SILVER, GOLD

Financial Services Firms Often Feature Blue and Green on Their Sites weblink

Self and Self-Image ,[object Object],[object Object]

This product appeals to a man’s self-image.

The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image

Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image

The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image

The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues Related to Self and Self-Image

Chapter 5 Personality And Consumer Behavior

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Chapter 5 Personality And Consumer Behavior